How to Apply for the Google Grants Program as a Nonprofit

If you’re a nonprofit organization looking to expand your impact online, the Google Ad Grants program offers a fantastic opportunity to drive awareness, reach new audiences, and promote your mission at no cost. Eligible nonprofits can receive up to $10,000 per month in Google Ads credit to advertise on Google Search. Here’s a step-by-step guide on how to apply for the Google Grants program.

Step 1: Verify Your Eligibility

Before applying, ensure your organization meets Google’s eligibility requirements:

1. Registered Nonprofit Status: Your organization must hold valid charity status in your country. For example, U.S. nonprofits must be registered as a 501(c)(3) organization.

2. Non-Discriminatory Practices: Your organization must not discriminate based on race, religion, gender, or other protected characteristics.

3. Website Requirements: Your nonprofit must have a high-quality website that provides valuable content related to your mission and includes clear calls to action.

4. Adherence to Policies: Organizations must agree to Google’s program policies, including those related to the use of Google Ads.

   
   

Step 2: Register with TechSoup

Google collaborates with TechSoup to verify nonprofit status. Here’s what you need to do:

1. Visit TechSoup and create an account for your nonprofit.

2. Complete the validation process by providing required documentation and details about your organization.

3. Once approved, you’ll receive a validation token from TechSoup, which is required for the Google for Nonprofits application.

   
   

Step 3: Apply for Google for Nonprofits

Once you’ve been validated by TechSoup, you can apply for Google for Nonprofits:

1. Visit the Google for Nonprofits website.

2. Sign in with a Google account associated with your nonprofit.

3. Complete the application form, providing your TechSoup validation token when prompted.

4. Submit your application and wait for approval, which typically takes a few business days.

   
   

Step 4: Enroll in Google Ad Grants

Once your organization is approved for Google for Nonprofits, you can apply for Google Ad Grants:

1. Log in to your Google for Nonprofits account.

2. Navigate to the “Google Ad Grants” section and click “Get Started.”

3. Review the Ad Grants eligibility requirements and complete the pre-qualification survey.

4. Set up a Google Ads account following Google’s Ad Grants guidelines, ensuring compliance with:

   • Keyword targeting focused on mission-related terms.

   • Ads linking directly to your nonprofit’s website.

   • No bidding on single-word keywords or excessively generic terms.

     
     

Step 5: Build and Submit Your Campaign

Create your first Google Ads campaign with the following steps:

1. Identify mission-specific keywords relevant to your audience.

2. Write compelling ad copy with clear calls to action.

3. Set up campaigns with structured ad groups and appropriate landing pages.

4. Submit your campaign for review by the Google Ad Grants team.

   
   

Step 6: Maintain Compliance

Once your account is live, ongoing compliance is crucial to retain your Ad Grants eligibility:

1. Maintain a click-through rate (CTR) of at least 5%.

2. Conduct monthly performance reviews to optimize your campaigns.

3. Ensure all ads and keywords remain relevant to your mission.

4. Use conversion tracking to measure the impact of your campaigns.

If you have a nonprofit website and are not taking advantage of the google grants ad program - you are missing out on free advertising and exposure to your nonprofit.

We can set up your google grants account and help manage it each month to make sure you stay in compliance. Contact us at amy@amysenat.com to get started.